Megatrends

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Vitamins in Serbia

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Executive Summary

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PROSPECTS

Multivitamins continues to outperform single vitamins

In 2018, multivitamins continued to outperform single vitamins. This was because the former are perceived by Serbian consumers as being more effective in supporting one’s overall health.

Vitamin B continues to dominate single vitamins but sees a decline in share of value sales

By far the most popular single vitamin in Serbia in 2018 was vitamin B. In fact, vitamin B accounted for around three quarters of the overall value sales of single vitamins.

Multivitamins witnessing increasing segmentation

In 2018, in multivitamins, the share of products with a general health positioning continued to fall as a result of the wider availability of products with a more specialist positioning. In fact, multivitamins targeted specifically at women, teenagers and the elderly all gained ground.

COMPETITIVE LANDSCAPE

Level of competition remains strong in 2018

In 2018, the shares of the leading three manufacturers in vitamins remained very close, meaning that competition between them is particularly fierce. For this reason it was no surprise that all of them – CaliVita International, Hemofarm and Galenika – remained fairly active in terms of marketing, which in turn led to them all posting an increase in value sales and share.

Private label products still not available

Since the two largest retailers in Serbia, namely Delhaize and Mercator, decided to withdraw their private label vitamins back in 2015/2016, private label products have continued to be absent from the category. It would appear that branded products simply enjoy such strong consumer trust that retailers believe it would be too difficult to convince Serbian consumers of the quality of private label vitamins.

Domestic company Lomax the best performer in 2018

The domestic manufacturer Lomax posted the best performance in terms of value sales growth in 2018. The company improved both the visibility and awareness of its brands, largely by investing in marketing activities and widening its distribution.

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